By Grahame Lynch, convenor CommsDay
Summit & owner Overground Bar+Cafe
 Daily newsletter, biannual event for Australia/
NZ telecom/mobile/data centre sector
 Revenue share model with DJs, bands,
comedy night organisers
 MANY COSTS
UPFRONT
 * Venue hire
 * Printing, promotion
costs
 * Insurance
 * Funds to counter
risk of shortfall
 M...
 Sponsors want:
 * visibility
 * prominent association with
cause
 * pre-, during and post-
exposure
 * platform to p...
CATEGORISE SPONSORSHIP
DIAMOND
PLATINUM
DINNER
GOLD
SILVER
REFRESHMENTS (COFFEE)
WIRELESS SESSION
WI-FI
SUPPORTERS (STANDS...
 SPONSORSHIPS
 * Categories should be
tiered with various
levels of commitment
 * Be aware of their
opportunity cost,
a...
 * Tie costs to specific
sponsorships ie Hugo
presented by Ansell
 * Ask for volunteers
to perform specific
tasks with
m...
 ARTISTS (SPEAKERS)
 * Dedicate a manager
to serving their needs/
greeting them
 * Give them a private
area
 * They ar...
 Paid promotion and advertising is expensive
 Trade sponsorships for media ad placement
 Hold a pre-event press showcas...
 Even charity events are businesses: they need to be capitalised
with cash from day 1
 Event sponsorships are more valua...
How to monetise events for fun, profit
How to monetise events for fun, profit
Upcoming SlideShare
Loading in...5
×

How to monetise events for fun, profit

157

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
157
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to monetise events for fun, profit

  1. 1. By Grahame Lynch, convenor CommsDay Summit & owner Overground Bar+Cafe
  2. 2.  Daily newsletter, biannual event for Australia/ NZ telecom/mobile/data centre sector
  3. 3.  Revenue share model with DJs, bands, comedy night organisers
  4. 4.  MANY COSTS UPFRONT  * Venue hire  * Printing, promotion costs  * Insurance  * Funds to counter risk of shortfall  MONETISE BEFORE THE EVENT  * Early bird discounts  25% or 3 for 2 deals  * Get sponsors to pay half upfront and half after  * Get sponsors to directly cover costs * Online booking/ direct response/ease of purchase
  5. 5.  Sponsors want:  * visibility  * prominent association with cause  * pre-, during and post- exposure  * platform to promote real products and services  So deliver them:  * co-branding on posters, social media, advertising, banners  * branding on post-event photos, videos  * naming rights  * free passes  * stands at events  * sample, product giveaways and sales (ie beer monopoly)  * meetings with performers, photo, vod and podcast opportunities  * special sessions or sections to sponsor
  6. 6. CATEGORISE SPONSORSHIP DIAMOND PLATINUM DINNER GOLD SILVER REFRESHMENTS (COFFEE) WIRELESS SESSION WI-FI SUPPORTERS (STANDS OR BULK TICKET PUCHASES)
  7. 7.  SPONSORSHIPS  * Categories should be tiered with various levels of commitment  * Be aware of their opportunity cost, advertising profile can help bridge the gap  * New brands and concepts require lower entry pricing – you need to earn premiums  ATTENDEES  * Bangkokians not that affluent  * Early bird discounts, group discounts  * VIP privileges (benefits must be real)  * Consider pricing of alternatives  * price for maximum uptake, ask for donations later
  8. 8.  * Tie costs to specific sponsorships ie Hugo presented by Ansell  * Ask for volunteers to perform specific tasks with measurable commitments (reverse auction)  * Tender for venues publically  * Invite specific media to become involved as organisers/volunteers  * Trade room hire/costs for indirect revenues such as room nights  * Encourage sponsors to provide labour  * Build your own databases year around
  9. 9.  ARTISTS (SPEAKERS)  * Dedicate a manager to serving their needs/ greeting them  * Give them a private area  * They are the reason people are there, treat them accordingly  VENUE  * Simplify/minimise promises to attendees about venue experience  * Ensure signage everywhere  * Don’t promise what someone else might not deliver  * Everything in writing = always  * But personal relationships important
  10. 10.  Paid promotion and advertising is expensive  Trade sponsorships for media ad placement  Hold a pre-event press showcase  Use the PR/marketing power of sponsors  Use your talent as press material  Social media (Facebook) a must  Plan for the worst (being attacked by the charity for example)  Employ marketing/sales volunteers not just workers on the day  Consider trading a sponsorship for a professional PR campaign
  11. 11.  Even charity events are businesses: they need to be capitalised with cash from day 1  Event sponsorships are more valuable the longer they last ie plan for 3 months pre and 1 month post. Conceptualise the value of your event in terms of project life, not just the day of the event  Longer planning times are worth it anyway  Be consistent with branding – positive word of mouth should accrue to the event brand not the individuals behind it  Do not criticise any stakeholder in public EVER  People are forgiving in Bangkok – do not fear hiccups or small failures  For charities set a target: involve ALL stakeholders in taking responsibility for reaching that target (the telethon model)  Also for charities: accountability is a must, inclusion of stakeholders highly desirable as PROFIT is being traded for VIRTUE
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×